“If you are to fail, fail fast. Don’t fall in love with a bad idea.”  

In Episode 5 of The Venture Beyond podcast, Anthony and James welcome the founder and CEO of Perfection Fresh Australia (PFA) to the mic, who just so happens to also be their father - Michael Simonetta. The pair get an insight from Michael on the difficulties and triumphs that came from managing PFA in the 90s, and early 2000s, particularly on the risks needed to be taken to find success with the brand’s first genetically grown product, Broccolini®.  

Today, PFA is the producer and promoter of several successful vegetable and fruit brands. Though, as Michael comments, there’ve been a few brands he’s needed to let go along the way to ensure PFA’s efforts are focused on profitable ventures. When asked how he would enter the produce industry today if he were a young entrepreneur, Michael gives a great suggestion and highlights the consumer mindset that needs to be shifted in the market for larger success.   

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Interested in our agency’s work? Visit the website: https://hustledigital.com.au/ 

Hungry after hearing Michael talk about delicious veggies and fruits? See the range of PFA products and related recipes here: https://www.perfection.com.au/home   

More on SiteWatcher, a venture we recently launched and mentioned here: https://sitewatcher.co/ And more on the other venture mentioned, Website 2 App, here: https://website2.app/